From time to time I like to check out the comScore Video Metrix numbers for the video ad networks and try to glean some nice statistics from their results. And we usually follow that up with a personal write-up of some of our findings.
At first, the comScore information showed that Google and Brightroll ad-jacked Hulu and dropped them to third. BOOM! The significant shift I’ve been predicting, occurred, Hurrah! Lower down the list Tremor and SpotX did the exact same to Precise Media dropping them to 8th even though ESPN and Auditude flip-flopped on the bottom of the list with just 140,000 ads in between them. All of that is, of course, just based on the quantity of video advertisements, so now let’s look at the analysis portion shall we?
|Leading U.S. Online Video Ad Properties Ranked by Video Advertisements* Viewed
Total U.S. – Property and Perform Areas
Ad Videos Only (Content material Videos Not Included)
Supply: comScore Video Metrix
|Home||Video Advertisements (000)||Total Ad Minutes (MM)||Frequency (Advertisements per Viewer)||% Reach Total U.S. Population|
|Total World wide web : Total Audience||11,005,355||4,613||67.7||53.|
|Google Web sites||1,412,882||147||18.7||24.7|
|BrightRoll Video Network**||1,387,252||805||12.7||35.7|
|TubeMogul Video Ad Platform**||1,041,279||330||17.2||19.eight|
|SpotXchange Video Ad Marketplace†||732,171||404||14.two||16.8|
*Video advertisements incorporate streaming-video marketing only and do not incorporate other sorts of video monetization, such as overlays, branded players, matching banner advertisements, etc.
**Indicates video ad network
†Indicates video ad exchange
Where To Place Your Video Ads Online
Thanks to the guys over at ReelSeo we’re going to begin looking at internet video advertising networks month-to-month to give you some notion of how they are all trending for the whole year.
Before we take a look at the graphical data, I wanted to do a run down on some recommendations as to where you might to put your video ads. I’ve weighed up this type of information before and came up with a tie-breaker but it wasn’t necessary this time round. We’ve got a list of ad networks with more than one billion video ads each and another, Tremor Media, getting ready to move up the list. Tubemogul showed incredible development month-to-month but a low reach keeps them from making it.
At the top – Particular Media
Wow, an enormous difference to my recommendations this month as Particular Media which takes the crown away from Brightroll who had been wearing it for a couple months. With a crazy low frequency of 7.8 and a rather high reach of 29.1 they’ve topped my picks this month. They are still smaller, 8th in general video ads shown with 694 million for the month, but that does not mean you really should shy away from them.
Next We have Brightroll
Following a high listing for months, Brightroll stumbled a bit even though they’ve shown massive growth lately in terms of advertisements shown but it seems it may possibly be at the expense of frequency which has been steadily increasing all year and reached 12.7 now while their reach has only risen about 2.5% (down .1% ). Still, with that frequency and a reach of 35.7% they are a pretty safe location to put your on-line video ads.
Adap.television – Steadily rising
Whilst Adap.tv has a worse frequency than Auditude with 14.9, they’ve got a much bigger reach at 25.1 and so took the third and failed in keeping their position from the previous month because both of these numbers but are better than Google and Adap.tv are in the 1B Video Ad club.
Google – Always going to be up there
Google has added some 300 million advertisements and given that the last reports were in February, that’s some decent growth and because of that and their reach of 24.7% it keeps them in fourth though they have a worse frequency at 18.7.
Auditude Staying Put
Auditude remains in 5th with a pretty impressive set of numbers, 12, 16.7 and 611. Although they preserve a low frequency at 12, their reach is lacking at a total 33% off that of Google although they show about half the ads. These final two variables truly worked against them and kept them from creeping into fourth this month.
The only movement this month was both the top contenders. Everyone else stayed in formation. Back in April when I was just giving 3 top picks it was Brightroll, Precise and Adap.tv as well. Obviously they’re the ones that the others need to have to emulate.
At The Other End
Since we looked at the top contenders, let’s see who’s at the bottom. ESPN and Hulu are nonetheless fighting for the wooden spoon. Actually when you happen to be that bad, does it matter who is in the basement? ESPN had a terrible 33.7 frequency with just five.9% reach whilst Hulu had more reach at 8.4% but an industry high 51.8 ads per viewer, down 3.7 from final month actually.
Charting Their Progress
Reach appears to the most unstable of all the metrics.
It really is a little difficult to read, but you can see Brightroll has got the lowest and only sub-10 frequency.
When you peer at that massive ad development on Brightroll versus Google, and the much more unstable Hulu, Adap.tv has shown some pretty excellent growth along with TubeMogul.
- Netflix Breaks Own Record with 1 Billion Hours Viewed in June(mlm2gether.com)
- Facebook Says Advertisers Need Patience, Then Pushes New Like Ad to TV(mlm2gether.com)
- Facebook Says Advertisers Need Patience, Then Pushed New Like Ad to TV(mlm2gether.com)